Once a year, Rodgers Townsend/DDB invites college students to join its employees for a few hours of Q&A and a glimpse of agency life. For the 2011 Fall Forum, posters were printed on actual sponge--a bit of a visual pun--and placed on college bulletin boards around the region. And coasters were printed on compressed (flat, like cardboard) sponge material, which when moistened by a sweaty glass would slowly begin to expand to the surprise of the drinker. Coaster were left on bar tables near colleges and used at the Fall Forum.

Coasters started compressed.

When a glass would begin to sweat, the coaster would slowly expand.

Eventually, the coaster would become fully saturated, and the transformation to a sponge would be complete.